How Miu Miu got Gen Z obsessed with $1k tank tops

There are two ends of the viral fashion spectrum: shock-factor designs meant to entertain and best-sellers that everyone wants. Miu Miu’s tank tops fall into the latter. While the broader luxury market is slogging through major financial challenges, the Miuccia Prada-led house is on fire. In Q1 2025, the Prada Group reported €377 million in revenue for the brand, up a staggering 60% year-on-year. A major driver of this success? Having a handle on Gen Zers and understanding the power of a tank top. Social media loves luxury tank tops At first glance, a ribbed cotton tank with a logo seems unlikely to help drive a luxury brand’s momentum. But Miu Miu’s is doing just that, surfacing across TikTok, Xiaohongshu, and Instagram at a velocity most fashion houses can only dream of. On TikTok alone, the phrase “Miu Miu tank top Katie Fang” is featured in 58.2 million posts, thanks in part to young style-savvy influencers like Fang, who boasts 6.4 million followers. Head of Women’s Luxury Brand Partnerships at Frasers Group Natalie Dickson explains, “We monitor emerging trends on TikTok closely; it’s become a key tool in shaping our buy, particularly for items that speak directly to ‘new luxury’ consumers. When a trend or style gains traction online, we react fast to make sure we have the right product on site — and in the case of Miu Miu, it’s all about elevated basics.” Various iterations of the brand’s tank tops have also gone viral in China. Miu Miu’s hashtag has 1.7 billion views on Xiaohongshu (also known as Rednote), with posts featuring the tanks taking center stage. The appeal is simple: the tops are easy to wear, easy to replicate (hello, dupe culture), and emblematic of a Gen Z aesthetic that mixes quiet luxury with ironic basics. On Xiaohongshu, the “Miu Miu Girls Camp” hashtag, where young consumers post brand-styled outfits, has surpassed 100 million views. Whether real or replicated, the tank has become a staple for fashion-savvy youth across Asia. Is counterfeit culture a marketing strategy? Dupes of the design are rampant online. TikTok Shop is flooded with fakes, with creators comparing originals to $10 copies. But rather than undercutting the brand, the counterfeit trend is actually amplifying Miu Miu’s cultural footprint. As a result of all the noise, those who can afford it are spending on the real deal. As Dickinson, who buys for luxury multi-brand retailer Flannels, says, “The Miu Miu tank top has become a cult favorite among our Gen Z customers — it’s minimalist, logo-driven, and taps into the ‘quiet luxury’ and 'model-off-duty' trends dominating TikTok at the moment.” Miu Miu’s success contrasts sharply with the broader luxury market. According to Bain & Company, global luxury spending dipped 1 to 3% in 2024, as Gen Z shifted toward experience-led consumption. In China, 71% of affluent female travelers now prioritize travel and culture over material goods. Yet, Miu Miu has cracked its own code, carving out a distinct brand identity that resonates deeply with young luxury spenders. Miu Miu girl merchandise Miu Miu’s resurgence arrived with the viral micro-miniskirt back in Spring 2022, along with the Weibo-famous “diamond panties.” Since then, the house has gradually carved out a unique style subculture — a concoction of preppy office siren vibes, overt femininity, elegant indie sleaze, and playfully daring cuts. Thanks to this distinctive image, everyone recognizes a Miu Miu girl when they see one. The brand’s digital game is equally sharp. Re-Hub’s Compass Index shows that Miu Miu’s Tmall flagship has grown year-over-year every month since 2022 (except January 2023), outperforming peers in APAC, where over 60% of luxury ecommerce happens on mobile. In Southeast Asia, over 70% of internet users shop via smartphones, giving Miu Miu’s online virality real influence over Gen Z purchasing decisions. According to Instagram fashion data tracker @databutmakeitfashion, interest in white tanks is growing by 27% daily. Even Loewe and Coperni are riding the wave, boasting viral tanks that Gen Z shoppers have been loving for years. The trend is showcasing impressive longevity: the tank air top, for example, has remained consistently viral since 2023. As consumers become more intentional with their purchases, especially in an era defined by value-driven spending and dupe culture, the path to luxury loyalty may lie in mastering the basics. Yet the Miu Miu tank has evolved from merely a staple piece into one of the house’s more accessible pieces that encapsulates the entire ecosystem it has built. Building brand identity comes first, and selling out luxury basics comes second.

How Miu Miu got Gen Z obsessed with $1k tank tops

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Published July 23, 2025

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How Miu Miu got Gen Z obsessed with $1k tank tops